Smart Sales Part I Understanding Clients’ Shopping Schemas And Scripts
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you prime his existing schema of your business establishment by creating another new positive experience and feelings. I use the word prime to mean the process of increasing the mental accessibility of the client’s schema of your business establishment by a continuous creation of positive experience and pleasant feelings (Higgins, Rhodes, & Jones, 1977). In other words, every time he thinks of your business establishment, his schemas are automatically positive and his emotions feel good. And you reinforce this experience and feelings continuously.
In continuously establishing positive priming, you would be creating a perseverance effect in the client (Anderson, 1995; Sherman & Kim, 2002). What is a perseverance effect? Let us say one day, he walks into your shop and one of your sales people makes a very grave mistake. He might be angry and feel upset, but when you
